MTN Group today announced the launch of its highly anticipated 21 Days of Y’ello Care campaign, set to run from 1 to 21 June 2023. This year’s campaign focuses on “Empowering entrepreneurs to unlock growth and job creation for communities.”

Building on the successes of prior years, the 2023 campaign underlines MTN’s enduring commitment to instigating positive change within the communities it serves. This year’s initiative targets grassroots entrepreneurs, providing them with essential digital and financial tools, facilitating wider market access, and offering valuable business mentoring and knowledge-sharing sessions.

“Our purpose extends beyond connectivity; it’s about catalysing change and enabling progress in the communities we serve,” said Nompilo Morafo, Chief Sustainability and Corporate Affairs Officer at MTN Group. “By focusing on grassroots entrepreneurs and harnessing digital and financial tools, MTN is actively fostering an ecosystem of innovation and entrepreneurship that will drive sustainable economic development across the continent. This campaign aligns with our long-term vision for a digitally inclusive Africa. It underscores our commitment to being more than just a telecom provider, but a catalyst for positive change and growth in the communities we serve.”

Now in its 16th year, the “21 Days of Y’ello Care” campaign stands as MTN’s flagship employee volunteerism initiative, designed to engage MTN staff in high-impact social projects within their local communities. Each year, the campaign focuses on a different theme, reflecting MTN’s multifaceted approach to social responsibility.

In addition to leveraging digital and financial tools as vital enablers to stimulate growth for grassroots-based entrepreneurs, the 2023 campaign emphasises often overlooked communities – those in rural, remote, and disadvantaged areas, with a particular emphasis on women, youth, and differently-abled individuals.